How to break through the bottleneck of development in light medical beauty institutions?

Myth 1: the positioning is unclear and there is no focus.

Clear positioning is the cornerstone to catch customers' eyes.

Because skin is the largest organ of human body, there are thousands of skin-related problems. Whitening, anti-aging, wrinkle-removing, freckle-removing and scar-removing, each category contains many different specific problems after subdivision.

Therefore, the market positioning of institutions that pay attention to medical beauty must be clear and focused, not greedy and distinctive. Let customers know what problems you can solve at first sight, and then they will go deep into their minds.

The core competitiveness of light medical beauty institutions lies in their characteristic products and high-quality services, and it is difficult for an institution that has disappeared from the world to do well for a long time.

Myth 2: Managing Light medical cosmetology with traditional management thinking of medical beauty.

Although both belong to the medical and aesthetic industries, the profit model and business logic are completely different. Traditional medical beauty is more like a carnival of cutting leeks; Light medical beauty circuit is more about carefully cultivating your own fields and waiting for the fruits to be harvested.

The traditional management of medical beauty is characterized by "emphasizing marketing over operation", because most of them are one-time consumption, so the focus of management is to continuously acquire new customers through various marketing means.

Light medical beauty institutions "focus on operation rather than marketing", because light medical beauty has the characteristics of high repurchase, so the focus of operation is to continuously expand and stabilize their own flow pool through the internal operation system to achieve long-term profitability.

Myth 3: Pay too much attention to the quantity of initial consultation, transaction rate and customer unit price.

The business logic of ignoring medical beauty is to continuously precipitate member customers.

Definition of member customers: continuous consumption demand, stable consumption ability, mature consumption concept and good brand loyalty.

The number of member customers is the core value and purpose of the institutionalized operation of light medical beauty, instead of paying too much attention to the stage indicators, we should focus on long-term development. (Just like the same income of 654.38+00,000, organization A relies on 654.38+0.654.38+00,000 customers, and organization B relies on 500 customers of 20,000. Obviously, the future development of institution B has more potential and is more benign. )

The focus of the internal operation of light medical beauty is to do a good job in member management, quality operation and service awareness, and promote the continuous and stable repurchase of member customers, bringing the old with the new.

Myth 4: Only pursue institutional benefits and ignore value benefits.

The investment value of light medical beauty institutions lies in not only making money, but also being valuable. However, many American presidents have ignored this point.

Making money: Light medical beauty institutions will enter a stable operation period after a team running-in period and a customer accumulation period. After deducting operating costs and compliance costs, it is the organization's net profit.

Valuable: Light medical beauty has many factors, such as large market space, low risk, sustainability, strong profitability, strong reproducibility, rapid expansion and so on, and capital is constantly joining this new track.